It may just be that conventional mobile phones have been chasing after things that have nothing to do with what is important to your everyday life. You want more than just new functions and impressive specs; you want a mobile phone that lets you feel the joy of carrying it with you and the pleasure of handling it. You’re looking for a mobile phone you can choose based on your sensibility and inspiration, not on some endless list of specifications. The au design project has produced a series of innovative mobile phones that help bring such ideas to life. The result is a mobile product brand with an entirely new sense of value, based on a strong track record in design and the power to deliver new ideas. With iida, the life of each product is infused with its own sensibility.

innovation Even the briefest flash of inspiration can be an evolutionary leap that transforms your everyday world.

imagination Is it really true that the imagination of the creator surpasses the imagination of a person who owns a mobile phone? Not with an iida.

design The right design is the one that can thrill a person just by its feel.

art The idea that the seemingly ordinary things closest to you should be works of art.

iida is a brand that proposes products that feel right intuitively, not because they make sense or because you’ve been convinced. It’s a brand that makes your life fresh and more creative, everyday.